Given everything happening in this country right now, this book couldn’t be more timely and necessary! It’s not just about hair products, it’s about ownership, legacy, and knowing our worth. Afro Sheen is part history, part game plan. If you’re Black and thinking about starting a business, or you currently own a business, this should be at the top of your reading list. It proves that even in the face of racism, we can build empires. This book is a gem. It isn’t just the story of a haircare brand, it’s a powerful lesson on pushing through when the odds are stacked against you. George E. Johnson, Sr. built something historic, and the way he tells his story will have you walking away inspired and fired up.
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Mr. Johnson (who by the way, is currently 98 years of age) took Afro Sheen from barbershops to Soul Train, and eventually to Wall Street, making it the first Black-owned company traded on the stock exchange. That’s huge.
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He invested in the culture, hired from the community, and used his platform to uplift us. I found his partnerships with Essence magazine and Soul Train, genius. He made sure Black people saw themselves, their hair, and their beauty celebrated on national TV and in print!
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Ohhh but wait…there’s more! At the end of the book Mr. Johnson opens up about his turbulent marriage, and I have to be honest, what he shared didn’t make me happy at all! After reading about all his accomplishments and how much he talked about integrity and doing right by people, it was disappointing to hear how he treated his wife, who stood by him during the early grind. The way he handled certain things in their relationship felt extremely selfish. I didn’t like it at all. Yet, it reminds me that even our heroes have flaws, and we never know what goes on behind closed doors.

Happy to include this title in a recent round-up highlighting notable new titles for Black History Month, in the Books section of Canadian national culture and lifestyle magazine Zoomer. (see column and mini-review at link)